Customer Service Test 1

Tech-savvy customers, especially young people or "Net-geners" hold certain expectations about what businesses should offer or provide. Describe three customer service expectations as discussed in the chapter.

-Speed: things should be fast and quick -Customization: customers should be able to customize things -Entertainment: things should be able to catch the customers attention and keep them entertained

When taking a message from a caller for another person, be sure to:

-get the full name and correct spelling. -include the name of the caller's organization if appropriate. -note the time and date the message was taken.

When a customer is not acknowledged or greeted promptly:

-he or she is likely to estimate that the time waiting to be served is longer than it may objectively be -the organization misses an opportunity to establish a positive relationship -the customer may leave the organization and go elsewhere

Companies can analyze their e-service effectiveness by:

-identifying the click paths used to get to their site. -using web-traffic analysis software to track such things as site abandonment rates. -using Web-analytics data to constantly improve their site.

Companies can avoid e-service problems by

-investing in redundant servers and rapid-loading Web pages. -answering emails within 24 hours or so if at all possible. -requiring customers to use live chat.

Regarding acts that get customers to interact with the company:

-it doesn't matter so much what they do so long as they begin to do something -can take the form of inviting them to begin filling out paperwork -can help them sample the company culture

Customer loyalty manifests itself in key customer behaviors including

-repeat buying (or the intention to do so). -resistance to switch to a competitor. -willingness to recommend the company to others.

Which of the following can be an effective "icebreaker" when greeting a customer?

-responding to some interest of the customer such as a sport or activity, based on cues -expressing appreciation for them coming in -talking about something of local interest like the weather

Common bad listening habits likely to damage customer service effectiveness can be overcome when we:

-stop talking. -go to a physical place where we can better listen.

Why do people hesitate to ask for clarification when a customer is unclear?

-we can generally figure out the message on our own -we don't want to waste time or effort -we fear that we will sound uninformed

Explain the distinction between attitudes and behaviors. Why is it important to focus on behaviors rather than attitudes when seeking to improve customer service?

Behaviors are distinguished from attitudes by the fact that they are explicit actions that can be observed, measured, and learned. While behaviors may reflect a person's attitudes, only behaviors are visible

The text describes six "core competencies" which provide a foundation for superior customer service. Name and briefly describe four of these.

Core service competencies-those unique skills that make your work distinctive-include communication effectiveness, job ownership (responsibility), empowerment (authority), knowledge management, change management, and continuous improvement.

What is a company's "culture?" What are some key characteristics of the culture at Yum! Brands, Southwest Airlines, and Zappos?

Culture is an organization's personality as revealed by behaviors. Yum! Brands emphasizes a "recognition" culture by giving fun awards to employees. Southwest stresses "having fun" and Zappos adheres to its "10 Commandments" which include "creating fun and a little weirdness" and "delivering 'wow'."

If you do not work directly with customers, of what value is the information in this book? In what way is "customer service" relevant to you?

Customer service principles can be applied to all kinds of relationships and can lead to greater life satisfaction and happiness

So-called "ripple effects" of bad service are less damaging today than they once were True or False

False

When a customer is focusing on a particular product (a focused shopper) should be left alone so that they can decide for themselves and not feel pressured. True or False

False

Word of mouth "advertising" can be helpful in selling products but has less of a role in customer service True or False

False

What do we mean by the "use of gatekeepers?" Why is this a potential problem in customer service?

Gatekeepers are people who preview incoming information and decide if we need it or not. Gatekeeping can be a problem for service when customer messages are blocked or when the customer must convey messages through several people and those messages get distorted.

Describe four ways we can greet customers like guests

Initiate conversation promptly, speak up, greet customers with your eyes, get customers committed

What is Web-based customer service and why is it important?

Internet-based customer service provides an excellent channel for both pre-sale and post-sale customer support. Customers assume that businesses have a Web site and that it provides useful information. "If you're not on the Web, you're not in business."

How can our listening capacity be overburdened, and thus made less effective?

Listening capacity can be overburdened with too much information (many messages clamoring for our attention) or too little information

Which of the following phrases would be acceptable for keeping a business conversation tactful and professional?

None of these are acceptable: What's your name again? Speak up. I cannot hear you. You need to call our other branch for that information

Your author cites Ockham's razor—a logical approach which asserts that, when trying to understand a situation, the simplest explanation is usually the right one. What does this mean in the context of the K-Mart-Wal-Mart comparison in this chapter?

Ockham's razor logic asserts that the simplest explanation is usually the best one. The simple fact that many more customers choose Wal-Mart over K-mart accounts for Wal-Marts superiority of results, despite many similarities between the two stores.

"Thank you for calling" is a universal cue that the conversation is ending. True False

True

Companies can-and should-continually teach their Web sites to learn and adapt True or False

True

Customers are coming to expect more personalized self-service solutions available online True or False

True

Give your full name and function or name of your company when answering the phone True or False

True

Good listeners listen with their faces True or False

True

Hardware used in most information technologies has a life cycle of less than five years. True or False

True

In a broad sense, a customer can be described as anyone with whom we exchange value True or False

True

Inviting a customer to go to a better place to listen can signal goodwill and improve understanding. True or False

True

People answering phones project the voice and image of the whole organization True or False

True

Rewarding employees for doing some behaviors may be counterproductive if not consistent with good service. True or False

True

Service intimacy tends to grow over time as the relationship with customers evolves. True or False

True

Some employees need to actually practice smiling like an actor might True or False

True

The "wide asleep listener" refers to someone who is faking attention rather than listening affectively. True or False

True

The Net-savvy customer expects personalization and even the opportunity to participate with the company-the ability to choose options and also suggest additional ones.

True

The appearance of a store, shop, or office conveys nonverbal messages to customers. True or False

True

The lack of effective listening may be the most common human communication problem and can significantly damage customer service. True or False

True

When employees are empowered, they have additional authority to make decisions that benefit the customer, often without getting higher management approval. True or False

True

While listening capacity can clearly be hampered by too much information, it can also be hurt by too little. True or False

True

A major disadvantage of relying on Web-based e-service is:

that some companies try to make it a substitute for phone or direct contact with customer service personnel.

Regarding responding quickly to customers with e-service,

waiting more than a few seconds for a screen to refresh is unacceptable to most customers

A self-centered orientation toward listening means that:

we may not listen to what another person is saying but rather to how the person's views affect our position.

The measurement, collection, analysis and reporting of Internet data for purposes of understanding and optimizing Web usage is called:

web analytics

Describe four positive steps to better listening discussed in the chapter

• reinforce the customer with positive nonverbal and verbal cues • solicit clarification • minimize gatekeepers • counter-attitudinal advocacy • take notes

In the example in the text, a dissatisfied customer at Happy Jack's store could cost the store how much in revenues and other lost customers over a ten-year period?

$442,000 in lost revenue and 17 lost customers

Customer loyalty is sometimes mistaken for

-customer satisfaction alone. -repeat buying alone. -a large share of the market.

Define what the word "customer" means in the context of this chapter and discuss the two different kinds of customers that every business has.

A customer is anyone with whom we exchange value and the two types of customers are external- people outside of the company we do business with, and internal- employees of the company

Summarize the advantages to a company of having "call centers" rather than having any employee handle phone calls.

Advantages of call centers can include: • Company can better monitor call quality • Company can provide more intense training • Employees with specialized call handling training can project a better image to customers, create stronger relationships

What are some aspects of a company's appearance and grooming that should be monitored for appropriateness?

Any unsightly, messy, untidy, or poorly maintained facilities can be good examples. Common ones: unattractive store or office, poor merchandise display, cluttered work areas, dirty restrooms

A typical company will lose 10 to 30% of its customers over what period of time?

Each year

Describe FAQs and other knowledge bases. How can these provide helpful customer service?

FAQs are frequently asked questions which may also tap into knowledge bases. Typically, FAQs include key product questions with short answers. They are often hyperlinked into more detailed information

Corresponding with customers using old media such as mailed notes or thank you cards will reflect badly on a company's service-it will seem old-fashioned True or False

False

Do not answer a call too quickly as this will be perceived as being over-eager. True or False

False

If a caller digresses into chit chat or off-topic conversations, let him go on rather than risk upsetting him. True or False

False

Listening only for the facts is a good strategy when dealing with customer problems. True or False

False

Online merchant Zappos.com has a very sophisticated system that measures the speed of call handling in an effort to make each customer call as brief as possible. True or False

False

Saying "no problem" when a customer thanks you is generally better than the more formal "you're welcome." True or False

False

Sending unsolicited emails generally strengthens a relationship rather than damaging it. True or False

False

What four things can you do to tactfully close a phone conversation?

Four ways to close a conversation: • Summarize the call and what has been decided • Speak in the past tense • Say "Thank you for calling" • End the call positively ("I've enjoyed talking with you . . .")

Explain the difference between hearing and listening.

Hearing is a purely physical activity whereby acoustic energy (sound waves) is transmitted to the brain. Listening involves psychological processes which allow us to attach meaning to what we hear

Environmental elements that affect listening include:

Noise, use of gatekeepers, & individual listening capacity

What are the three vocal qualities that must be varied to create interest and hold listener attention?

People must use variation (change) in voice pitch (musical scale), loudness, and rate (speed) to hold listener interest and convey sincerity

Describe three examples of "verbal disciplining" your self-talk.

Replacing any judgmental phrase such as "what an ugly dress" with more neutral descriptions such as "she dresses interestingly." Examples should reflect non-judgment.

Among the reasons callers might be upset are feelings that they are not valued, are helpless, and "it" just isn't fair. True or False

True

Applying principles of good service will make you feel better about your life and yourself even if you are "just an employee." True or False

True

Generally, people appreciate being called by name although not always by their first name True or False

True

What are the two most common challenges to telephone use effectiveness that can negate the benefits of such customer communication?

Two challenges are: • Some employees are unaware of basic telephone use professionalism necessary to convey a good business image • People cannot see the person they are dealing with, thus eliminating visual cues that may clarify

An Oracle Corporation study concludes that ultimately there are only two things that can give a company long-term, sustainable advantage in the marketplace:

a company's culture and the relationships it fosters with customers

Examples of "internal noise" which can affect our ability to listen well include:

a headache, dislike of the person we are talking with, or preoccupation with another problem

Regarding courtesy titles,

call handlers show respect for callers by using the more formal, Mr. or Ms.

Regarding the use of blogs in customer service

companies should use real-time online conversation and be involved in dialogue with customers

The Gallup polling organization describes customer ________ as a critical variable in building loyalty

engagement

A behavior that can impact customer service includes:

greeting customers promptly

When handling a very upset caller:

invite them to suggest a solution to the problem

You can best overcome the problem of dead air by

keeping the customer informed of what you are doing

The "L" in the acronym LIFE stands for:

little things

E-commerce has affected customer service by

making spreading the word about service experiences easier than ever

When having a live conversation with a customer and the phone rings

only answer it if no one else is available and after you ask the customer's permission

The amount of call screening your customers face:

reveals something about your phone use attitudes

In the SIER hierarchy of active listening, the letters stand for:

sensing, interpreting, evaluating, responding

Vital behaviors are:

specific actions that have the greatest impact on good service

One reason people tend to have ineffective listening skills is that:

such skills are rarely taught (when compared to other communication skills such as speaking, writing, reading)